When the oil and gas industry downturn hit in late 2014, XI made the unfortunate decision to trim marketing and other expenses in an attempt to “ride out the storm”. As the downturn stretched on, momentum was lost.
Beginning in late 2017, I initiated a marketing strategy to revive market awareness and visibility, re-establish XI’s reputation as a data and solution leader, stem client attrition, and generate sales leads.
Strategic marketing initiatives included:
- Evaluate market potential for each existing product line.
- Refresh/reinvigorate corporate and product brands to reflect the fun and informal nature of the company, while reinforcing the impact its data and software products can have for oil and gas clients. The elephants represent big data, and how XI can make that data do things no one thought possible.
- Review and revise product positioning and key messages.
- Launch integrated digital advertising, social, and inbound marketing campaign.
Online Ad for DrillingSuite Product Line
Online Ad for RegulatorySuite - H2S Reports
Online Ad for RegulatorySuite - Surface Casing
Online Ad for AssetSuite - AssetBook
Online Ad for AssetSuite - ARO Manager
Outside spread of new AssetBook sales enablement piece with more relevant key messaging and positioning
Inside spread of new AssetBook sales enablement piece with more relevant key messaging segmented by target audience.
Print ads for DrillingSuite and AssetBook - for use in industry trade publications.
Sales sheet for AssetBook ARO Manager - available in print and PDF.
As part of the rebranding process, I helped create and launch a new, more user-friendly public website and private client portal.